“We‘re in a transition period and it’s now focused towards consumers. It’s about getting the brand message out there though bloggers who Instagram to millions of people around the world,” he said.

Each season the front-row is filled with bloggers and street style snappers such as Susie Lau, tommy Ton and Bryan Grey Yambao who generate hype that translates into sales. But shopping direct from the runway continues to be a challenge.

Lock says the best way for designers to get a return on investment is to show current collection s only.

“It’s no fault to the industry or IMG, retailers just aren’t travelling like they used to so it’s not about wholesaling anymore. So we now see designs on the runway that consumers can shop online,” he said.

And making it a level playing field is the entrepreneur’s latest venture, Ordre.com — the first transactional platform to link retailers to designer ranges. He also about to release his first book, In The Front Row, which charts the rise of the event from its very beginnings to the global event it is today.

FAIRYTALE DESIGN

FASHION-meets-film this week with the launch of Oroton’s crystal clutch inspired by Disney’s Cinderella movie. The extravagant design has over 2,600 Swarovski handset crystals with silk-lining and finely detailed chain straps.

The general manager of Oroton, Ana-Maria Escobar, said the limited-edition piece is every girl’s dream. “Each one of us has and emotional link to the movie,” she said. The new style launches this Friday ahead of the movie release March 26.

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